Samuli Pesu. Social Media Recruitment Strategy in Russia
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Samuli Pesu. Social Media Recruitment Strategy in Russia

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Samuli Pesu. Social Media Recruitment Strategy in Russia Samuli Pesu. Social Media Recruitment Strategy in Russia Presentation Transcript

  • SOCIAL MEDIA RECRUITMENT STRATEGY Samuli Pesu Social Media Strategist and Partner Awara Direct Search / Awara Group 19.6.2013 Social Media Recruitment Seminar in Moscow
  • Today we will talk about • The real potential of social media recruitment in Russia • Develop your social recruitment strategy • Experience the practical side – social recruitment case studies
  • Social Recruitment – What is it?
  • “Social recruiting refers to the use of social networks to create and maintain relationships with prospective candidates”
  • The Real Potential of Social Media Recruitment in Russia – Why to do it?
  • More than half of all Russians now use the Internet at least once a week Source: Forbes 18.5.2013. Available at http://www.forbes.com/sites/markadomanis/2013/05/18/russias-internet-use-is-exploding/
  • More than 90% of the online audience use social networks
  • Source: New Media Trend Watch 31.5.2013. Available at http://www.newmediatrendwatch.com/markets-by-country/10-europe/81-russia?start=1
  • Source: Alexa 15.6.2013. Available at http://www.alexa.com/topsites/countries/RU
  • Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
  • Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
  • In 2013, there are 60 million Russians using social networks Source: Statista 2013 Available at http://www.statista.com/statistics/219899/number-of-social-network-users-in-russia/
  • Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472
  • Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472
  • Social recruiting vs. job boards • Two-way interaction • Allow recruiters to have up-to-date information on candidates on a click • Attract candidates • Emphasizes on “social” • Transparent • Updated frequently • Builds and maintains company brand • Social networks have active and passive job seekers • In general higher quality • Extremely large number of candidates • One-way interaction • Limited information based on resume • Create barriers • Excessive ads • Anonymity • Updated infrequently • Lack of information about the organization • Job boards have only active job seekers • In general lower quality • Limited number of candidates
  • Why use social media as part of your recruiting strategy • Helps build your employment brand • Allows you to engage applicants that would otherwise be unavailable • Potential cost savings vs. traditional recruitment media • Quality of hire vs. quantity of applicants • Use of social media on the rise • People are searching for new jobs in social media networks
  • Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
  • Social media uses in recruitment • Promote your brand • Publish jobs (free and paid) • Advertise jobs (paid) • Referrals • Research candidates • Direct sourcing • Corporate reputation management
  • Develop Your Social Recruitment Strategy – How to do it?
  • Part I – Creating Recruitment Brand for Your Company
  • Define your goals and objectives • Define your goals (what do you want to achieve). • Goals must be measurable. • It is impossible to measure success if people responsible do not know what their objectives are before they start a social media recruitment initiative. • If you don’t know where you’re going, you’ll probably end up somewhere else.
  • Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
  • Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
  • Social media recruitment strategy blueprint Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
  • Target audience insights • Identify your target audience. Who are you targeting with social media? • Analyze where your target audience can be reached / spends time online: – Find out what social networking sites they prefer to use – Types of communities - Need to understand what types of communities your users use – Special Interests - Need to understand their special interests – Understand their attitudes about job search
  • Assign roles • Build an organizational structure to manage social media initiatives. • Assign roles & responsibilities among all key stakeholders on the social media recruitment team. • These people liaison between the community & brand as well as respond to the community.
  • Determine social media channels to engage • Determine the social media channels based on your audience and hiring needs. • Use internal surveys & focus groups, industry reports, quantitative and qualitative data, social media tools, etc.
  • Create content strategy • It is key to create & deliver content in all the right formats and place mapped to your target audience’s information needs • Important to interact with the community • Keep pages up-to-date and fresh • Provide interesting, “real” updated and posts in different formats (video, text, pictures etc.) • Share open jobs / positions • Fill your community with 80% thoughtful conversation and 20% company focused content • Encourage user engagement
  • Social media channel execution • Launch the social media channels that best fit your goals • Create a branded company pages • Build your community – Start by inviting employees to your network – Invite applicants from database – Encourage new visitors to your site to join
  • Establish metrics & measure results • Number of “friends”, “followers” etc. • Number of applicants per source • Number of hires per source • Number of comments, sharing, downloads • Google Analytics (www.google.com/analytics) – Free service – Easy to embed to your site – Allows you to monitor traffic to and in the website
  • Driving traffic via social networks to your career page Source: Samuli Pesu 15.6.2013
  • Or collect applications directly in social networks Possible to collect and manage applications: • Linkedin • Facebook • Professionali.ru Not possible in (to be used to drive traffic to the career page and engagement): • Twitter • Vkontakte • Odnoklassniki • Moij Mir • E-xecutive
  • Awara Direct Search 61% of the referral traffic came via social networks 41% of the total traffic came via social networks Source: Samuli Pesu 15.6.2013
  • Critical success factors • Provide unique value to target audiences • Put audiences (not brands) first in all communications and programs • Differentiate from competitors’ program • Focus on programs of depth – not breadth across too many platforms and tools • Don’t expect immediate results! – A few hours to set up – Seconds to make a post – Longer to build relationships – be patient!
  • Part II – Direct Search
  • Set up effective profile • Highlights the best qualities of you as a recruiter and your business brand that will help you to attract and retain top talent • Each social network uses different elements of information that you supply in your social profile • General profile versus using personal profiles
  • Set up effective profile • Build a complete profile by filling out all of the information on your professional account. • Optimize every field, providing links that direct candidates back to your blogs and corporate site in social networks. • Be sure to use good keywords in your job titles for current and previous positions. This will help strengthen your brand’s visibility in search engines.
  • Expand your network • Start by finding your friends, colleagues and contacts on various social networks • Connect when meeting new contacts • Be active in contributing (creating, sharing and taking part in discussions) relevant and interesting content to grow your network
  • Post your open jobs on social networks • Post your open jobs on social networks. Your connections will see your job postings in their newsfeeds. Add a personalized message to the listing like “Great opportunity! Know anyone that might be a good fit?” • Groups / communities
  • Search candidates using search feature • Search for candidates using people search feature. You can filter your results by using various criteria depending on social network. • Identify influencers in various topics / groups and ask for recommendations.
  • Professional Social Networks
  • Linkedin Source: Samuli Pesu 15.6.2013
  • Linkedin Source: Samuli Pesu 15.6.2013
  • Professionali.ru Source: Samuli Pesu 15.6.2013
  • Professionali.ru Source: Samuli Pesu 15.6.2013
  • E-xecutive Source: Samuli Pesu 15.6.2013
  • Moij Krug Source: Samuli Pesu 15.6.2013
  • General Social Networks
  • Vkontakte Source: Samuli Pesu 15.6.2013
  • Odnoklassniki Source: Samuli Pesu 15.6.2013
  • MoiMir@ Mail.ru Source: Samuli Pesu 15.6.2013
  • Facebook Source: Samuli Pesu 15.6.2013
  • Twitter Source: Samuli Pesu 15.6.2013
  • Experience the Practical Side – Social Recruitment Case Studies
  • Deloitte, Netherlands • Deloitte in the Netherlands ± 4,600 employees • Hiring Target: 1,000 (2010/2011) • Traffic to career site Nov 09 to Nov 10 • From Job Sites = 9971 • From Social Media and Blogs = 33266 • Traffic via Social Media than Job Boards = +234%
  • G4S • Second largest private employer in the world • Over 620,000 employees • Annual voluntary turnover rate of 27% requiring large resourcing capability • Activated external Social Media channels; Twitter, YouTube and LinkedIn • The first 36 hours saw over 22,000 candidates register with 400 applications being made
  • Ernst & Young • Worldwide over 144,000 staff • 2007 launched Facebook initiative allowing candidates to contact them directly and ask public questions to the recruiting team and meet experienced and young interns • Ernst & Young Facebook page has 34,000+ candidates (this was back in 2009) • Business week named them one of the best places to launch a career in 2009
  • Awara Direct Search • We source 90% of our candidates from social media networks • Awara Direct Search has the second most followed Linkedin page in Eastern Europe considering recruitment and HR industry • We have nearly doubled the traffic to our website since adopting social media networks as the key part of sourcing candidates • We have shorten our process for placing candidates to our customers to average of 3 weeks
  • Thank You! Feel Free to Contact Me! Samuli Pesu Social Media Strategist and Partner Awara Direct Search / Awara Group E-mail: samuli.pesu@awaragroup.com Mobile: +7 926 710 4361 Office: +7 495 225 3038 www.awaragroup.com www.awara-search.com www.awaraeduhouse.com You can also find me in: Linkedin: ru.linkedin.com/pub/samuli-pesu/12/629/3b2/ Vkontakte: http://vk.com/id7252288 Facebook: https://www.facebook.com/samuli.pesu Twitter: https://twitter.com/search?q=samuli+pesu Professionali.ru: http://professionali.ru/~4258963/